THE DEVELOPMENT OF 4.0 MARKETING STRATEGY OF AUTOMOBILE INDUSTRY

Abstract

This research aimed to study on the personal factors and marketing factor that can effect on the perception and decision process for new car adoption of consumers and the development of 4.0 marketing strategy by the automobile industry entrepreneurs. The study used mixed methods of both qualitative and quantitative and used questionnaire as the tool for quantitative research. Populations were the new cars registered in 2017 and there were 360 samples. The statistics used were frequency, percentage, and average. For the variables at the measurement level of Nominal Scale and Ordinal Scale would transform the data into Dummy Variable with value between 0 and 1. Then, they were brought to analyze for the multiple recession to seek for the relationship and prove the assumption of the research. Qualitative research used semi-structure questionnaire by content analysis.

The quantitative results, on the general status of the questionnaire respondents, most of them were male age between 36-45 years old, education levels were lower than Bachelor degree with the lower than 20,000 income and worked in personal business/commercial. The marketing factors with influences on most of the buying decision were the quality of the cars, proper price, amount of thorough service centers, and the rate of downing budget, interest and installment period, credibility of agency, good further sale price in the future, good facilities at the service centers. For the factors of the process of perception and decision to buy, the respondents showed the level of opinion overall in high level and when considered per item, it was found that the awareness was on the highest level. Another four aspects were to be attractive for buying decision, creating desire and being the supporter at high level. The result of hypothesis testing, on the first hypothesis was that the personal factor influenced on the new car perception and buying decision process of the consumers with the statistical significance coefficient value (R Square) = 0.005. The second hypothesis, the marketing factor effects on the new car perception and buying decision process of consumers with the (R Square) = 0.023.

The qualitative research results as the data given from the key informant were complete and the researcher can analyze the results together with the quantitative results for the development of 4.0 marketing strategy as follows. 1) Awareness plan was to use strategy of all marketing tools mixed to connect through all media channels both online and offline and the innovation forming strategy which was the automobile engines technology development for the top efficiency, reducing pollution , and comfortable for drivers. 2) Appealing plan was to use the price strategy to set the sell price that suite to the type and quality of use for the customer to feel worth and exceed their expectation. Used of media strategy that was to develop the system that linked the shop or service center with online network together with traditional media and after sale service strategy. 3) Ask plan to form the need using the mixed marketing strategy that was all the tools that promoting the connection of markets to support on each other and forming the trial driving experience, forming the comparison media in all media using the public relation helps such as providing the media with car model for review. 4) Act was the plan for buying decision using the strategy to promote sales through the promoting tool to stimulate the faster buying decision. Plus, using the media strategy that was the traditional marketing media and online in all media to form perception and distribute the news to news group of consumers.5) Advocate plan, to become the supporter using the relationship forming with consumers using both online and offline channel to develop on Customer Relationship Management: CRM toward Customer Experience Management: CEM and Customer Engagement: CE which was the highest level for the consumers to form the Emotional Attachment.